According to the 2025 Marketing Data Report , marketers are dealing with 230% more data compared to 2020, yet 56% say they can’t make sense of it. Every campaign, channel, and platform adds another layer of complexity, making it harder to see the bigger picture or even find the why behind performance changes.
That’s why Supermetrics is introducing Insights Agent to help you spot meaningful trends and insights from your marketing data without spending hours digging through reports and comparing numbers.
As of November 2025, Insights Agent is in limited beta testing, and we’re inviting a small group of design partners to explore how AI can transform marketing analysis. In this article, we’ll walk you through how it works, what makes it different, and how you can be among the first to try it.
- Insights Agent is an AI assistant inside the Supermetrics Marketing Intelligence Platform that automatically analyzes marketing data and surfaces meaningful insights in plain language.
- It helps marketers and analysts understand performance changes faster, saving hours of manual reporting and data comparison.
- Unlike general AI tools, Insights Agent is built on trusted Supermetrics data, combining reliable data pipelines with AI-powered analysis to deliver accurate, actionable insights.
- As of November 2025, Insights Agent is in limited beta and available to a small group of design partners who want to explore how AI can transform marketing analysis.
What’s Insights Agent?
Insights Agent is a marketing-native AI assistant, built inside Supermetrics’ Marketing Intelligence Platform, that automatically analyzes marketing data and surfaces useful insights. The AI agent is a part of the new Supermetrics AI , a suite of AI capabilities designed to help you work smarter and more efficiently with your data.
Most marketing teams struggle with data overload , and finding the “ why” behind performance changes can take hours of manual digging.
Insights Agent can:
- Automate analysis: It combs through the large amount of campaign data so you don’t have to manually search for patterns or performance issues
- Highlight optimization opportunities: It reveals trends, anomalies, and underperforming channels that need your attention
- Save time: It frees marketers from manual work. You can quickly understand the why behind your performance and know where to focus your resources
How does Insights Agent work?
Insights Agent takes your questions about performance, analyzes the underlying data, and returns explanations and recommendations.
Instead of spending hours building reports and comparing trends, you can ask questions like:
- Why are my leads down this week?
- Which campaigns drove the biggest changes in conversion rate?
- Where should we focus next quarter’s budget?
Then, Insights Agent will:
- handle the initial analysis
- explains what changed and why
- summarizes the key findings
- suggests next steps,
- and automatically builds dashboards to visualize the most relevant data so you can move from numbers to decisions faster
What are the benefits of Insights Agent?
Insights Agent reduces repetitive reporting work for both marketers and analysts so they can focus on strategic decisions instead of manual data pulls.
Marketers nowadays have to wear different hats. You’re expected to be creative, strategic, and data-driven at the same time. Supermetrics’ Insights Agent is designed to help you with the data part. You can use prompts to explore your data.
On the other side of the office, analyst teams spend a lot of time building marketing dashboards for marketing teams. But it’s almost impossible to build a perfect dashboard that answers every possible question. Marketers typically have many custom and ad-hoc questions. For example, they may ask for additional campaign breakdowns or metrics.
Insights Agent can handle these simple, first-level questions. This frees up the analyst's time. Instead of pulling basic reports, analysts can finally focus on deep, strategic analysis that really helps the business grow.
Go from raw data to a meaningful story
Insights Agent doesn’t just show you numbers; it connects performance changes to clear explanations and next steps.
Insights Agent helps you connect the dots between performance metrics and real business impact.. It doesn't just show you "Sales are down 15%." It also provides context to the performance change, for example, "Sales are down 15% because your 'Summer Sale' campaign in Germany stopped performing. Here are three things you should check."
Of course, you're the expert marketer, and you should trust your experience and intuition. But having the agent as a brainstorming partner is a big help.
Get answers about your performance in seconds, not hours
Insights Agent lets you skip the manual digging so you can answer “why” questions in a flash.
With a dashboard, when your boss asks, "Why are sales down?", your work is just beginning. You have to open the dashboard, apply filters, compare date ranges, and dig for the "why."
With the Insights Agent, you just ask the question. The agent does the heavy lifting for you.
This also means you're not stuck. If your dashboard is missing one small piece of data, you don't have to wait weeks for the data analyst team to add it. You can just ask the agent, and it will pull the data for you.
Speak your language, really
Insights Agent understands both your business language and your natural language, so you don’t have to remember field names or write in perfect English.
To use a typical BI tool, you often need to know the exact field name. Is it ad_spend, cost, or amount_spent?
Insights Agent understands normal business language. You can just ask, "How much money did we spend on ads last week?"
This is also true for human languages. Many marketers are not native English speakers, but most platforms are built only for English. The Insights Agent is built on AI, so it understands most languages by default. You can ask your questions in French, Spanish, or Japanese.
What’s the difference between using a dashboard and Insights Agent?
Marketing dashboards and Insights Agent are complementary: dashboards monitor performance, while the agent explains why performance changed and what to do next.
A dashboard is great for visualizing your marketing data and making it easier to spot performance trends. Dashboards and Insights Agent aren’t water and oil. In fact, they complement each other, and you can use both to make the most of your data. For example, use a dashboard to monitor and track important KPIs, and use Insights Agent to investigate and analyze unexpected performance changes.
| Features | Dashboards | Supermetrics’ Insights Agent |
|---|---|---|
| Main job | Monitoring KPIs and performance through data visualization | Analyzing, visualizing, and investigating data by prompting |
| Best for | Tracking your main KPIs, for example, "What is our CPA this month?” | Exploring the why behind your performance. For example, "Why did our CPA suddenly increase yesterday?" |
| How to use it | Visualize data through pre-built charts and tables | Ask questions in plain language |
| The output | Data visualizations | Visualizations accompanied by summaries, "why" explanations, and next-step suggestions |
| Speed | Provide recurring, scheduled data updates with the same configured views each week | Deliver on-demand insights instantly through ad-hoc analysis |
| Flexibility | Shows only the metrics that were pre-defined | Explores all your data to find answers, even if it's not on a dashboard |
How is Insights Agent different from other AI tools?
Insights Agent is trained specifically on marketing analytics and powered by deterministic Supermetrics data, so its insights are reliable, unlike those of general AI tools, which often rely on guesswork.
Unlike general AI tools that claim to know marketing, Insights Agent is trained on years of experience in marketing analytics. It understands what marketing is and how different metrics connect to each other, not just describing a metric. Insights Agent is built on:
- A strong data foundation: Supermetrics processes 15% of the global marketing spend. Since 2010, we’ve helped more than 200,000 companies run their marketing analytics on our platform. We’ve seen how marketers structure their data, what KPIs they track, what makes a good dashboard, and which analyses lead to real insights.
- An extensive knowledge of marketing data: Supermetrics condensed that expertise into a knowledge base that powers Insights Agent. Unlike general AI models, which often misinterpret marketing metrics or hallucinate numbers, Insights Agent is built specifically for real-world marketing analytics.
- Trust: Insights Agent combines the creativity of AI in designing dashboards and solving problems with codified best practices in marketing data analytics, and with the deterministic calculation and display of data. By applying each technology at the right time, we ensure that the agent’s outputs can be trusted 100% of the time.
What’s next
Insights Agent is the first step in our vision to make marketing analytics more proactive and insight-driven. Over time, we'll expand its capabilities to help you not only analyze data but also automate more of the groundwork behind it.
We’re here to help you save time, uncover what matters, and finally turn your dashboards into decisions.
Insights Agent is currently in limited beta testing (invite only). We're looking for design partners who are eager to test the agent in real-life use cases, share their feedback, and develop the solution further in close cooperation with our developer teams. If you’re interested, contact your Supermetrics Customer Success Manager or request a demo !
You can also join the Insights Agent waitlist here to receive an invitation to test it and to be notified when the feature becomes available.
Frequently asked questions about Insights Agent
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Supermetrics Insights Agent is an AI-powered assistant integrated into the Supermetrics Marketing Intelligence Platform that automatically analyzes your marketing data and highlights meaningful insights, eliminating the need for manual dashboard review.
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Large Language Models (LLMs) like ChatGPT and Gemini are good with texts, but they’re terrible at calculating numbers. Additionally, they lack specific training on online marketing data analytics and the nuances of each online advertising platform. Thus, they can make mistakes, misinterpret marketing metrics across ad platforms, and even simply make up numbers out of thin air.
Supermetrics’ Insights Agent, on the other hand, has been trained on the focused use case of online marketing data analytics and the specific reporting styles of each ad platform. All data displayed is calculated deterministically, ensuring 100% reliability in the numbers.
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Insights Agent can produce a summary overview of your campaign performance for a specific time period. It can also explain the reasons behind a change, such as which campaigns or creatives caused a change in overall performance. The agent can also give you actionable recommendations on how to re-allocate your budget, which creative themes to explore, or which audience segments to focus on.
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Supermetrics AI combines deterministic, rules-based logic with the flexibility of large language models. Its outputs are grounded in a trusted marketing data foundation that processes 15% of global ad spend, ensuring accuracy and reliability. All the numeric data shown on AI-generated dashboards is processed deterministically, ensuring it's 100% hallucination-free.
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No technical setup is needed to start using the Insights Agent. If your data is connected to Supermetrics, you can simply start chatting with the agent in natural language, and it will guide you through any follow-up questions it may have.
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Yes, you can flexibly instruct the Insights Agent to focus on the kind of analysis you need help with. It will determine the required data sources and analytical methods based on your business question.
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In November 2025, Insights Agent supports analyzing data from Facebook Ads, Google Ads, and Google Analytics. We're working to extend its capabilities to other types of data sources, such as CRMs, ecommerce platforms, and social media insights.
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The Insights Agent is released to beta testing in November 2025. If you’re interested in testing the agent in action, contact your Supermetrics representative or request a demo . You can also join the Insights Agent waitlist here .
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Insights Agent can access and analyze any of the data that is available in the data sources you have connected to Supermetrics. Data retention policies vary by data source , but for example, for Facebook Ads and Google Ads, you can analyze the past 3 years’ performance.
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No yet, as of November 2025. Insights Agent can only analyze data from one data source at a time. However, Facebook and Instagram data come from one unified source, so you can analyze those together at once.
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Yes—you can always ask the agent to make adjustments, to do a deeper analysis, and to answer follow-up questions.
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Insights Agent analyzes the same data you already have connected to Supermetrics. That includes the raw data coming directly from your marketing platforms (like Google Ads, Meta, LinkedIn Ads, and GA4) plus any Custom Fields you’ve created in Supermetrics, such as calculated metrics or renamed fields.
In November 2025, the Agent works at the individual data-source level. It doesn’t yet use blended or cross-channel datasets , but this capability is on our roadmap and will enable much deeper cross-channel comparisons in the future.
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Yes, you can use Insights Agent to, e.g., create reports, analyses, and visualizations for presentations and performance reviews. The outputs are highly customizable.
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In principle, Insights Agent can help you with any marketing or data analytics-related question. However, it’s not specifically trained for the use cases of budget planning and forecast modeling yet, so you should double-check its answers before trusting them.
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No, it doesn't, as of November 2025. But we're planning to build a memory system for the agent to allow it to learn user-specific context and serve each user better.